Bling Toned Down in Beijing

Some Wealthy Chinese Shoppers Are Opting for Less-Conspicuous Consumption

By

Laurie Burkitt And

Jason Chow

Aug. 6, 2012 9:03 p.m. ET

BEIJING—Bling is losing some of its cachet in China.

Luxury goods makers selling in China are taking a calculated gamble that consumers will shy away from the most ostentatious logos and displays of wealth. It isn't as if the Chinese have lost their taste for luxury items, the companies say, they just want them in more subtle forms.

Retail consultants say brands are reacting to an emerging shift among shoppers to luxury goods...